Creating campaigns with dynamic, engaging and
personalized content is key to success in email marketing, but is often easier
said than done. Premade templates can serve as a stepping stone for crafting
emails, and Campaigner offers hundreds of standard and responsive designs to
choose from. Today we’re launching our Articles feature to make it even easier
for marketers to craft brand consistent campaigns with customizable elements
within Campaigner’s platform, and in tandem with our templates and Landing Pages.
Articles -- a feature now available for all
users -- give email marketers the ability to create their own design elements
in HTML while ensuring their code remains dynamic and adaptable across all
campaigns. Instead of building components like headers and footers with each
message, Articles allow marketers to easily customize these elements in HTML
and save them for reuse in upcoming messages and campaigns.

The Articles feature is essential for
marketers who need brand consist…

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Graduate from Email Marketing 101 and Master Email Automation

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Email marketing is a hugely beneficial
tool for any marketing team. A tried and true method that has continuously
provided returns and is expected to continue. A 2013 report by Marketingsherpa revealed that marketers saw a 60 percent ROI on
email marketing and the 32 percent who did not, expected that it eventually
would produce an ROI. Yet there are still claims that the increasing presence
of social media will mark the decline of email, and in turn, social commerce
will bring an end to email marketing.

Well, they’re wrong. Emailmarketing has a 40 times higher customer acquisition rate than that of Facebook
and Twitter combined. Additionally campaigns are only getting better and
smarter through A/B split testing, segmentation and the use of transactionalemails, ultimately pushing email marketing into the age of automation. So, instead
of turning to the “new trend” of social commerce, it’s time to master what you
already know.

It’s time to graduate from Email
Marketing 101 and take an advanced class on email automation. For savvy
marketers of any kind, it pays to invest in the classics and leave the old
school of simple “plug and go” email campaigns behind. Here’s how:

Push the Cart across the Purchase Line

Too often, shopping carts get
abandoned in the purchasing process. The Baymard Institute crunched the numbers
over the years and report a whopping 68.06 percentaverage
documented abandonment rate. It is no wonder that check-out is where most
customers have difficulty closing the purchase cycle, so don’t lose out on
revenue and make sure to give them a nudge along the way. Something as simple
as setting up auto-responders to remind a customer when they have items left in
their cart will help move the products from wish list to purchased.

Build Rapport and Customer Loyalty

Autoresponders and workflows can
serve as more than simple reminders. Start small with automated emails that
send thank-you’s, or transactional emails—personalized triggered emails that
are sent based off a specific action like new website sign-ups. These little steps can offer a big payout: A
research report by Experian found that recipients opened transactional emails nearly 100
percent of the time, referred to them more than once and engaged with them at
higher rate than other promotional emails. Additionally, there is a 20 percent
higher transaction rate for transactional emails that include cross-sell items over
those without – definitely food for thought.

Establish a Cadence

Although autoresponders can be
extremely helpful, tread lightly between the appropriate level of follow-up and
try to avoid the point where you’re overwhelming your customers. Establish a
cadence that will help your customer come to expect your message’s arrival. Here,
building upon the segmentation process you’ve mastered is key. Understand your
customer preferences and don’t only use that for email content, but also to see
when they are most likely to read emails or how often they actually filter
through their inbox.

Ultimately, creating automatic modes of engagement at different levels
provide multiple touch points that increase the likelihood of a completed a
purchase. So, don’t fall behind, take advantage of the opportunity to bump your
email-marketing platform to the next level. Now that you’ve aced the ABC’s of
Email Marketing 101, challenge yourself to take on the next class and master
email automation – a surefire way to stand out against the rest.